The Fluid Relationship Between Strategy and Creative

The Michael B. Jordan spot for, for Amazon Alexa was the first of its kind. The idea came from a 'non creative' chief operating officer. He and his partner were having lunch when they thought it would be fun to make Alexa lose her voice like Megan Markle did in an interview earlier this week. A planner gets involved at that stage by which point the brief is already in. But rather than him say, this is outrageous, where's this idea come from, he gets very excited by it because there's still work then to be done.